All strong, meaningful brand work begins with strategy. To gain a detailed understanding of who brands are and what stories they want to tell, The Seventh Art conducts in-depth research that immerses us in all aspects of clients’ projects. From there, we create an all-encompassing marketing strategy document that serves as our foundation throughout the branding process, and against which all concepts and collateral are measured from inception through completion. Below are a few of the insights and outlooks we have created for recent clients which have helped to significantly guide them throughout all their marketing strategy.
When a Brooklyn developer asked us to create an in-depth qualitative marketing research for a new potential development in Williamsburg, we immediately immersed ourselves in a deep-dive study of the area. This culminated in a 160-page book of insights and outlooks on what this new residential condo project could be, as well as how its brand strategy and overall marketing would be developed.
Goldman Sachs, the leading investor in Conrad New York, looked to The Seventh Art to help reposition its hotel brand in an ever-changing hospitality market and an ever-changing New York. The Seventh Art conducted hundreds of hours of interviews with hotel staff, Goldman Sachs stakeholders and leaders in Lower Manhattan to create the resulting Brand Book, which re-crafted the Conrad New York narrative and included suggestions for enhancing the current offering.
To validate the need for a new hotel in the Gowanus area of Brooklyn, The Seventh Art created an insight book that presented research findings in a way that convinced investors that the time was right for a project of this nature in this super-hot location. Working with information provided by the client, The Seventh Art created a beautiful book that highlighted the project’s most pertinent assets for potential investors, and established a tonality for the entire project that could be carried out to interiors, landscaping and amenity program.
The Seventh Art was brought in by Lennar Urban, a pioneer in land acquisition and urban development activities, to conceptualize Yerba Buena, a new island community off of San Francisco. Through a Brand Book that featured interviews with the potential target market, The Seventh Art helped envision hospitality and design concepts for the project, as well as created a general narrative direction for the island.